ASO or otherwise known as App store optimization, is usually overlooked by many app developers and marketers. After the initial development is done, and when the app is uploaded to the major app stores, mobile app marketers often want to focus their attention on other marketing techniques like; blogging, paid advertising, social media, and other ways possible to drive potential customers to the app store page.

Yes of course, these tactics are all very effective in their own right. But, you should also consider the possibility that after all your hard work in getting your user to the app store, if your poor choice of screenshots, negative reviews or ambiguous description resulted in them choosing not to follow through and download your app, won’t that have bad impacts? Our data driven digital marketing agency in Kochi, is focussed at helping our clients with tailor-made ASO strategies.
These are numerous factors that impact your ASO. No matter through what channel your visitors come in, this is the final stage of the app marketing funnel and thus the most crucial one too. ASO will increase the visibility of your app to the relevant users on the app store and this inturn will result in increased downloads.

Why is ASO an important marketing strategy?

With over 2 million apps available on the major app stores, getting your app in front of the right users amongst all the competition remains one of the biggest challenges. An app store search generally will drive a staggering 67% of app downloads. This makes the search within the app stores, the most common method for discovering and downloading new apps.

However, if your app store page isn’t optimised then it will definitely fail to appear in many relevant searches and you could also be losing hundreds, maybe even thousands of potential downloads as a result.

A little time and effort spent each week on improving and updating your app store will enable you to reap the benefits in the long run, and keep those organic downloads coming in. Brittany Armour of Clearbridge Mobile explains that “ASO will help ensure that your app gets seen in the App Store and will help amplify your other marketing efforts.”

What is ASO?
App store optimization is a continuous process that improves an app’s rank and discoverability in an app store. Higher the app ranks means more visible it is to the potential users.

ASO works in the same way as the process of search engine optimization (SEO). Or in other words, ASO works similarly like how websites compete for rank on Google or other internet search engines, except that it is apps competing for rank on the app stores.
When deciding which apps will be shown first on the list in their search results will happen when various factors are taken into account. Such as app store keywords, app downloads, app-usage, uninstalls and reviews and so on.

ASO involves a continuous tweaking and updating of your app’s page on all the app stores. This is to ensure it is ranking as high as possible and is seen by all the right people.

Benefits of ASO
If you aren’t convinced yet, that you need to devote more time to your app store optimisation strategy, the following benefits are sure to be enough to change your mind:

1. Organic installs i.e. lower acquisition costs

The best thing about ASO is that if you have a good strategy your organic installs will increase and cost you absolutely nothing. Once you are optimised, your app will start ranking higher for different search results. This will improve your visibility and increase your organic downloads. While your acquisition costs will still be down.

2. Get your app in front of relevant users

Relevant is the key word here. There is zero point in having your app seen by people who aren’t looking for it. This is where ASO’s role comes to help. Your chance of getting your app in front of the right users will be low, if you aren’t using the same keyword that your target users are searching for, or if you choose the wrong category, or your app description doesn’t explain well what your app does. All these factors thereby reduce the chances of getting your app in front of the right user.

3. Increased revenue

ASO will benefit you in terms of increased revenue, if you monetise your app in any way, such as ads, subscriptions, in-app purchases etc. You will monetarily benefit from all the extra downloads you are receiving.

4. Stability

The extra downloads and increased revenue provides your app with a better stabled future. Pumping your budget into paid marketing techniques in the beginning phase might give you a burst of new users to begin with, but this is not a long-term fix.
Once the downloads slow down, you may be tempted to up your marketing budget further. But this is not always going to be a profitable option. Money will eventually run out. However, with regular tweaks and a continuous effort of your app store page you can keep those organic downloads coming in consistently. And help you improve and maintain your rank in the app store over time.

In a nutshell

Your apps will be visible in the app store and downloaded by a user only if your app manages to enter the ranking list. This is made possible by App Store Optimization or ASO as it is called.

Ours is the best SEO company in Kerala and we have been successfully guiding and helping numerous clients across various industries in developing as well as fruitfully incorporating pro ASO tactics that have helped them stay ahead of the competition